On average, every job opening in the United States attracts 150
applicants, says Larry Light, founder and president of eJobCoach.com
(www.ejobcoach.com) in Mission
Viejo, CA. The person assigned to sift through that stack of potential
hires may leave just 15 minutes for the job. So, hello: You've got
10 seconds to make a good impression.

Given such a tiny window, how can you possibly cut through the
competitive clutter and get yourself noticed?

With an eye-catching, interest-inducing cover letter.

Unfortunately, the tide flows against you here, too. That's because
most jobseekers are woefully ignorant when it comes to writing enticing
cover letters.

"There's a lot of mystery surrounding job hunting," Light says.

Well, mystery be banned. Here are the top misconceptions job candidates
have about cover letters and how yours can overcome them.

1. The cover letter is a form letter.

Contrary to conventional wisdom, a cover letter isn't one-size-fits-all.
Rather, it should be a thoughtful document that specifically addresses
the position and the company you're applying for.

Indeed, says Randall Hansen, a marketing professor at Stetson University
in DeLand, FL, and webmaster and publisher of Quintessential Careers
(www.quintcareers.com), your letter should show that you've researched
this company and are a good fit with its culture and mission.

2. The cover letter merely summarizes your resume.

No, says Susan Ireland (www.susanireland.com), a resume and cover
letter expert in Berkley, CA. While a resume is "a word picture
of you at your next job," she says, "the cover letter should create
a picture of you at the interview." Use it to show your personality:

Are you creative? Use a clever play on words.

Are you amazingly organized? Use bullet points.

Are you informal and relaxed? Write with professional ease.

The key, Ireland says, is to hook the hiring manager so he or
she wants to find out more about you and will turn to the accompanying
resume.

3. Generic salutations are fine.

Actually, they're lazy.

True, a job ad may tell you to send your cover letter and resume
to "Hiring Manager," but in this communication-savvy age, you most
certainly can find out that person's name. Go to the website. Call
the company. Show some initiative and get a name, says Hansen.

"I still get cover letters sent to me that say Dear Sir or Madam,"
he says. "They're so stilted."

4. Formal is better.

If you equate formal with professional and write that way, your
cover letter is going to come off as a form letter, Ireland says.
Again, let your personality shine through and "loosen up."

5. Length is relative.

This must be what a recent job applicant thought when he sent a
three-page cover letter to Hansen. But rather than coming off as
impressive, he looked self-indulgent.

"The guy was so full of himself," Hansen recalls. "The person was
fooling himself!"

Instead, a good cover letter should be just four paragraphs, Hansen
says:

The first should tell the reader why you're an ideal candidate
for this job. Also, if you've been referred to the position from
someone in your network, this is the time to drop that name.

Paragraph two gives more details about your qualifications.

Graph three shows some insight into the company and shows you've
done your homework.

Of course they do, Hansen says. And here, length is even more important.
Keep an electronic cover letter to three paragraphs, and make sure
it fits the screen size so hiring managers don't have to scroll
down to finish it.

7. The company should call you.

If you end your letter saying, "I hope to hear from you," chances
are you won't.

"In job seeking, you have to be a little more aggressive," Hansen
says.

So instead of signing off with a meek appeal, tell the person reading
your letter that you will call in a week to 10 days. Let them know
that you want the interview; heck - you want the job!

Susan Bowles is a business journalist based in Washington, DC.
She has 20 years journalism experience and has written for USA Today,
USATODAY.com, the Washington Post, the St. Petersburg Times and
The Palm Beach Post.